TPB Based Research On The Influence Of Corporate Social Responsibility On Consumers’ Purchase Intention

Today,with the general awakening of the public’s sense of responsibility,the whole society has generally realized the importance of corporate social responsibility.Consumers have gradually consciously used practical actions to support corporate social responsibility,and consumers are becoming more and more "rational",the purpose and planning of purchasing goods are becoming stronger and stronger,and they are more willing to comprehensively consider the price and quality of products The long-term social benefits brought by the corporate social responsibility behind the product,the control of its own resources and other factors make the purchase decision.However,the current research on the relationship between corporate social responsibility and consumer purchase intention in China runs counter to the actual background.Most of the research starts from the psychological reaction of consumers to corporate social responsibility,lacks the research on consumer purchase behavior from a rational perspective,and does not reflect the rational thinking process of consumers about the value of corporate social responsibility added to products when purchasing.Faced with the asymmetry of research status and background,it is urgent to study the relationship between corporate social responsibility and consumer purchase intention from a rational perspective in line with the contemporary consumption background.Based on this background,this paper introduces the Theory of Planned Behavior(TPB)in the rational theory to study the impact of corporate social responsibility on consumer purchase intention,in order to better guide enterprises to fulfill corporate social responsibility and promote the development of enterprises and society.Based on the analysis of relevant literature on corporate social responsibility,consumer purchase intention and TPB,this paper conducts research on consumer purchase intention based on TPB’s corporate social responsibility.In the part of mechanism construction,the research combines TPB and corporate social responsibility theory,focusing on the two issues of "how to combine corporate social responsibility and TPB" and "how to increase the explanation of corporate social responsibility to consumers’ purchase intention",and analyzes the impact of corporate social responsibility on consumers’ purchase intention.Specifically,this paper analyzes the combination of corporate social responsibility and TPB elements,and solves the problem of the combination of corporate social responsibility and TPB by exploring the impact path of corporate social responsibility on TPB elements;Substitute rational consumer behavior influence factors for TPB initial factors to increase the explanation of corporate social responsibility to consumer purchase intention,and analyze the feasibility of substitution.The research builds a theoretical model of the impact of corporate social responsibility on consumer purchase intention based on the mechanism,and puts forward relevant assumptions to explore the relationship between the dimensions of corporate social responsibility,perceived value,corporate reputation,self-efficacy and consumer purchase intention.Then collect data through the questionnaire,and use SPSS software to verify the relevant assumptions by stepwise regression.The results show that there is a significant positive correlation between consumer responsibility and charitable responsibility and consumer purchase intention,among which consumer responsibility is the most valued by consumers;Perceived value,corporate reputation and self-efficacy can all play a part of intermediary role in the impact of corporate social responsibility on consumers’ purchase intention.Finally,based on the empirical research results,this paper puts forward corresponding management suggestions from the perspective of enterprises.